The world of marketing is not static: it is constantly evolving to meet changes and new social trends. In some sectors, marketing investments have a big share in their budget. Optimizing these investments is a strategic goal for big companies. The general objective of this course is to build a quantitative knowledge base to generate and use statistical models able to appraise past actions and support planning and decisions regarding marketing investment.
This course provides a solid understanding of Marketing Mix Modeling (MMM) which relates marketing variables such as pricing, point of sale, advertising, promotion and product to sales performance. It includes the analysis of historical data and prior knowledge to develop predictive and prescriptive models and apply them to marketing decisions.
Upon completion of this training, participants will gain knowledge on how to apply statistical modelling techniques to measure
the effectiveness of the marketing activities:
Contribution of marketing activities to sales;
Short term and long term Return-On-Investment of marketing spend;
Identify which competitor is interfering more in sales performance;
Optimization of publicity investments among different medias;
Simulation of what future marketing initiatives will be more effective.
This course is designed for:
Managers and decision-makers involved in Advertising, Sales Forecasting and/or working directly or indirectly with Marketing ROI
Professionals in the Marketing department with little or no experience in statistical modelling techniques
Professionals interested in Marketing and ROI issues
Minimum 6 months professional experience in Marketing,Advertising, Sales Planning or Business Management
Module 1: Business IT Architecture
Module 2: MMM – I
Module 3: Statistics & Modeling – II
Module 4: MMM – II
Module 5: Forecasting and Decision
For more information on course module, please refer to our brochure.
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